The Book of the Now
Ethel Baraona Pohl and César Reyes Nájera
'From the [mess]age to the [mass]age' Lecture. Architectus Omnibus?.
Berlin 2015.

When we were invited to talk about 'the future of publishing', the challenges and risks that architecture publishing is facing nowadays, the kind of contents that are valuable to share and the medium to do so; we decided to revisit Marshall McLuhan's book and worked on a lecture entitled From the [mess]age to the [mass]age.

When asked to explain the title of his seminal book "The Medium is the Massage", Marshall McLuhan explained that it was actually a fortunate mistake: "Now there are four possible readings for the last word of the title, all of them accurate: MESSAGE and MESS AGE, MASSAGE and MASS AGE" he said.

'The Book of the Now' summarise possible readings of the publishing task and research carried by dpr-barcelona. Understanding publishing as "the act of making public", our work is subjected to explorations, failures and goals that are helping to shape the new territory of publishing in architecture. Take your past, enhance present tensions and foresee the future tense.

Books, books... Make, make, make books.

Music: The Electric Information Age Album. The Masses [Adam Michaels, Daniel Perlin, Jeffrey T. Schnapp], 2012
All the info and credits: The book of the now

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